This document outlines Chick-Fil-A's 2017 social media strategy. The objectives are to maintain the company's #1 ranking on social media and increase engagement. The strategies include encouraging conversations, sharing relevant content, and hosting monthly contests. A social media audit found that Facebook has the most followers and engagement drives most website traffic. The strategy involves monitoring competitors and responding to issues. Progress will be measured quarterly through social metrics and sentiment analysis.

1. CHICK FIL-A SOCIAL MEDIA STRATEGY
MICHELLE LAM
5/28/17

2. Table of Contents
1. Table of Contents
2. Executive Summary
3. Social Media Audit
4. Social Media Objectives
5. Online Brand Persona & Voice
6. Strategies & Tools
7. Timing and Key Dates
8. Social Media Rules & Responsibilities
9. Social Media Policy
10. Critical Response Plan
11. Measurement & Reporting Results

3. Executive Summary
Our goal for 2017 is to maintain Chick Fil-A's ranking on social media as number 1 among other
companies.
Our social media presence and engagement with our audience currently ranks number 1
compared to other companies. We want to keep that ranking and improve even more by
increasing likes and followers on our pages, and increase engagement with our audience by
constantly replying to comments and sharing content concerning our customers.
Two major social strategies will support this objective:
1. Encourage conversations and share relevant content to our customers.
2. Host monthly specials to increase followers and likes on our pages.

4. Social Media Audit
Social Media Assessment
Social Network URL Follower
Count
Average Weekly
Activity
Average
Engagement Rate
Twitter twitter.com/ChickfilA 821,000 9 Posts 6%
Facebook facebook.com/Chickfil
A
7,749,589 6 Posts 5%
Instagram Username: chickfila 728,000 4 Posts 4%
Youtube youtube.com/user/chic
kfila
23,865 <1 Post 1%
Twitter is currently the most used social media with the most engagement. YouTube currently has the lowest
amount of posts and interaction. Facebook drives the most traffic to the company website and has the
highest amount of followers and likes.

5. Social Media Audit
Website Traffic Sources Assessment
Source Volume % of overall traffic Conversion rate
Twitter 9,800 28% 4
Facebook 18,000 50% 7
Instagram NO DATA NO DATA NO DATA
YouTube 5,000 13% 1.3
Facebook currently brings the most traffic. YouTube has the least amount of
engagements, posts, and traffic.

6. Social Media Audit
Audience Demographic Assessment
Age Distribution Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary Need
18-30 65% female 50% facebook 30% instagram Provide
customers with
quality food and
service
Focusing on
family and giving
back to the
community
31-40 35% female 40% twitter 12% YouTube
41-55
56-80
Our audience is made-up of a variety of age groups with the majority being young-middle aged adults.
Facebook and Twitter are the most visited social medias. YouTube isn't so popular and efforts should be
used to increase the YouTube page among our audience.

7. Social Media Audit
Competitor Assessment
Competitor Name Social Media Profile Strengths Weaknesses
McDonald’s Instagram Posts a combination of
videos and pictures.
Little reply to comments
left on their posts
Wendy’s Facebook Strong, recognizable
brand logo. Reply’s to
comments left on posts.
A lot of advertising on
company's products
KFC Facebook Makes an effort to
connect with customers
and reply's to comments
A lot of negative
comments left on their
posts.
Audience perception of Chick Fil-A is different from its competitors. There's very little negative
comments; all comments are very positive.

8. Social Media Objectives
Overall Business Goals:
In 2017, the primary focus of our social media strategy will be to maintain Chick fil-A's social
media ranking as number 1 among other companies. In order to do so, we want to increase our
engagement with our audience and continue posting and sharing content that is more engaging
and relevant to our customers. We want to continue building deeper relationships and have a
more personal connection with our customers.
Social Media Objectives to Support Business Goals:
1. Increase engagement with audience through Facebook by 10%
2. Implement at least 2 engaging contests every month for our customers to participate in to win
free food
3. Increase volume on YouTube channel by 5%

9. Social Media Objectives
KPIs
Qualitative
ØReplies to comments left on Facebook page
ØNumber of posts on social media
ØNumber of subscribers and number of posts
Key Supporting Messages:
Ø Always fresh. Always quality.
Ø Family oriented and always giving back to
the community
Ø Eat more chicken

10. Online Brand Persona & Voice
Adjectives That Describe Our Brand:
ØFresh
ØQuality
ØFamily-Oriented
ØGiving Back
ØReal Chicken
ØDelicious
Examples of Brand Voice in Social Media
Interactions
When interacting with customers we are:
Ø Friendly
Ø Positive
Ø Reliable

11. Strategies & Tools
Paid: Every Friday, boost most popular organic Facebook post for the weekend. The post must have a
minimum organic reach of 100, as well as a minimum of 50 likes or 30 comments
Owned: Introduce the #monthlygiveaway on Twitter posts. Encourage customers to use the hashtag
to win free food and to generate more users talking about Chick fil-A. Promote the hashtag to
Instagram and all printed promotional material.
Earned: Monitor Twitter for keywords and terms related to Chick fil-A: eat more chicken, cow day,
fast food, etc. Sponsor local community events to build connections and to encourage more people to
eat Chick fil-A by offering free vouchers.
Tools:
Approved – Twitter, Buffer
Rejected - N/A
Existing Subscriptions/licenses - N/A

12. Timing & Key Dates
Key Dates
ØValentine’s Day
ØEaster
ØHalloween
ØThanksgiving
ØChristmas
ØMother’s Day
ØFather’s Day
Internal Events
Ø Cow Appreciation Day
Reporting Dates
Reporting will occur once a
quarter in January, April,
August, and December.
Precise dates TBA

13. Social Media Rules & Responsibilities
Social Media Director: Steven A Robinson
§ Final approval of posts and decisions
§Decide on budget and spending
§Makes large company decisions
Social Media Manager: Kristen Hunter
§Day-to-day execution
§Manage campaigns
Social Media Coordinator: Melissa Agnes
§Publish content and update all networks
§Monitor engagement and social network volume
§Respond to comments and replies

14. Social Media Policy
Our team members at Chick fil- A believe that the use of social media is a tool to communicate and
provide quality service to our customers. We use social media to create a deeper bond with our
audience. We strive to ensure that all company messages are true to our values and our customers
values. As an employee, representative, and team member of Chick fil-A, you are expected to always
demonstrate best practices and etiquette in your use of social media by following these guidelines:
ØListen to other's input and opinions
ØAlways remain positive
ØAlways help in the best way possible
ØRespect other's ideas and opinions
Chick fil-A is serious about the appropriate use of social media by our employees. Violation of the
social policy may result in corrective action up to and including termination and even legal action. The
company also reserves the right to take any further action it believes is appropriate.
ØLook for ways to engage with followers
ØDo not slander our brand or other brands
ØDo not participate in online disputes

15. Critical Response Plan
Scenario 1 - Inappropriate Tweet sent out by
Chick fil-A
Action Steps
o Take screenshot (On Mac, Command +Shift 3).
Delete Tweet.
o Alert social media manager. Discuss impact and
reach, and evaluate further action.
o Develop corrective action plan and apology.
Contact employee responsible for publishing the
tweet and see if disciplinary action is required.
Scenario 2 – Food contamination/sick customer
Action Steps
o Have health inspectors determine if food is in
fact contaminated
o Contact all suppliers and find the source of
contamination
o Contact all customers who have issued a
complaint
o Contact PR and social media members to come
up with solution to deal with crisis, issue apology
ASAP, and save company reputation
o Issue compensation to those affected by our
food

16. Measurement & Reporting Results
Quantitative KPIs
• Reporting period: 4 months
• Data as of May 28, 2017
Social Network Data
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Twitter twitter.com/Chickfil
A
950,000 9 15%
Facebook facebook.com/Chick
filA/
8,000,000 7 10%
Instagram Username: chickfila 779,000 5 8%
YouTube youtube.com/user/c
hickfila
26,100 3 5%

17. Website Traffic Data
Timeframe: Montly average, November 2017 to May 2017
Source Volume % of overall traffic Conversion Rate
Twitter 3,000 unique visits 18% 5.20%
Facebook 4,100 unique visits 24% 7.70%
Instagram 2,500 unique visits 7% 0.80%

18. Results Assessment
Our following on all social networks have increased. Twitter has done exceptionally well with a
129,000 follower increase.
Our goal to increase our Facebook following by 10% didn't do too well. We only achieved a half
increase of our goal; followers on Facebook increased by only 5%. YouTube subscribers to our
channel, however, did increase.
The social content team has done a remarkable job in maintaining Chick Fil-A's social media
position as number one and increasing posts and engagement with our audience. The increase
in followers on all our social medias is due to our implementation of the hashtag
#monthlygiveaway. The hashtag was received really well within our community, engagement
and following increased, due to the special food giveaways that happened twice a month to two
lucky winners. The hashtag received over 50K retweets and replies from customers every time.

19. Quantitative KPIs
Sentiment Analysis
§An abundance of positive sentiment from customers participating in our #mothlygiveaways using the
hashtag
§ Customers responded with humorous comments, replies, photos, and stories to increase their
chances of being noticed
§ The negative sentiment from customers was that the 2 giveaways that happened twice a month
were too little and chances were slim. Customers suggested to increase more giveaways to happen
per month to increase chances of winning.
Proposed Action Plan
ØContinue the hashtag #monthlygiveaway. Potentially increase the amount of giveaways that happen
per month
ØSponsor and participate in more community events to show support